Most organizations know why customer experience is so important, but many companies still fail to deliver.

Inconsistent Customer Experiences Drive Customers Away

Not
longer than a month ago, I wanted to order a mobile phone for a family
member in Michigan. I was in San Jose, the high-tech capital, so I went
online to the company’s website and placed the order. The phone was to
be delivered to the Michigan address with an Ann Arbor area code within
three days, but it didn't happen. On the fourth day, I called the
company’s support center to check the status and was told that since I
had ordered via the website, I needed to wait a week for the order to
get into the call center system. I waited a few more days and called
back. A seemingly helpful call center agent was able to locate my order
and duly informed me that the order had been canceled because the
billing zip code on my credit card didn’t match the area code for the
new phone number! It wasn't until I made time to visit a kiosk at the
local mall that I was able to get everything resolved.

This type
of service (or lack thereof) does not sit well with customers today.
Customers have a choice and a voice, and the voice is amplified many
folds with social media. What today’s consumers demand (or what I would
have liked) is an experience that is consistent across all channels,
contextual to their needs and adaptable to their situation.

Customers
use multiple channels to interact with a company throughout their
relationship with the company. They expect a consistent experience, no
matter which interaction channel they choose. Customers don’t want to
repeat the information they’ve already provided, and require companies
to recall their preferences, and offer relevant products and services.

Business Process Management + Social + Mobile = Engaged Customers

Because
so many customer experiences are linked to underlying business
processes, Business Process Management technology is very well suited to
help improve engagement with customers through different lifecycles,
whether it is customer sales, support or provisioning. Combine (and
integrate) that with the advantages of social and mobile and you can
extend the value that was not possible in the past. Read the full article here.